Cars, consumer electronics, and mobile devices. We are well-acquainted with some of the splashy advertisements and campaigns from these product categories. Going behind the scenes, powering these products is Japan's leading electronics parts maker ROHM. A supplier of cutting-edge semiconductors to high-tech device manufacturers, ROHM's latest challenge is in building its presence and reputation in the global b2b field.
We caught up with ROHM's Hiroyuki Nishimura, Corporate Communications Director, to find out more.
ROHM takes a two-pronged approach towards global PR:
1. Uncovering New Businesses
"Our strongest field is in analog power technology. Focusing our sales efforts on this area, we are also looking for more customers in the markets of automotive and industrial machinery worldwide, beyond Japan."
2. Recognition as a Brand that Creates Shared Value(CSV)
"Since ROHM was established, it has been part of its corporate mission to implement sustainable practices with a key emphasis on quality, while resolving societal challenges. We want to spread these values to stakeholders and work with people who believe in them."
This year, ROHM introduced Mynewsdesk to its communications arsenal. From Nishimura-san's sharing, we learnt two tips for global engagement as a B2B entity.
"It's not just about sending unsolicited press releases"
Using the newsroom, ROHM reaches out to and manages its relationships with media and stakeholders globally. He said, "Blog posts, social media, and multimedia content help us to tell stories more effectively. We are also counting on Mynewsdesk's SEO abilities to spread the word on how our products support sustainability."
According to Nishimura-san, "Mynewsdesk is an ideal one-stop solution that lets us find and relate with stakeholders worldwide."
'Un-Technicalise' your B2B brand
"We put a lot of effort into composing press releases that are relevant, accessible and comprehensible to the reader. Images and illustrations are attached to explain what is innately complicated and difficult for most people."
The PR department is not alone in this endeavor; multiple parties across departments contribute to communicate more effectively to journalists and stakeholders globally.
More than just 'un-technicalising', it also important to present the human side of a B2B brand. "We don't just develop products; we engage in many activities that contribute to culture, such as supporting musicians and working with our home city of Kyoto."
